Here are just a few of the design elements we have found can make a significant difference to the performance of a web page:

* The position and color of the primary call to action
* Position on the page of testimonials, if used
* Whether linked elements are in text or as images
* The amount of “white space” on a page, giving the content space to “breathe”
* The position and prominence of the main heading
* The number of columns used on the page
* The number of visual elements competing for attention
* The age, sex and appearance of someone in a photo

The article pushes something I’ve long been a fan of: testing your website. It’s not just about testing it with friends and family and co-workers, but serious testing and analysis that breaks down those barriers and judges the page on the return of value not just “pretty” and “I’m so proud of you” factors. The examples given are basically the same, with just a few minor changes, and yet the results from the testing was huge.

If you are serious about designing web pages and developing websites, for yourself or others, then you need to study this article thoroughly to understand what can make or break a website design. If you teach web and website design and development, then this article is a must to include in your programs.